Entrepreneurial marketing and hybrid entrepreneurship: the case of JM Reid Bamboo Rods

Caitlin C. Ferreira*, Sarah Lord Ferguson, Leyland Pitt

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

3 Citations (Scopus)

Abstract

Through the presentation of the case of James Reid, a hybrid entrepreneur that transitioned towards full-time entrepreneurship, this paper discusses a number of entrepreneurial marketing issues faced by a small business. When presented with several opportunities for business growth, Reid evaluates the extent to which growth could impact his business model, brand image and his passion. The case study demonstrates the importance of maintaining brand values and establishing a clear strategic orientation in order to create a strong brand. However, these are shown to also significantly limit the growth prospects of the business. The discussion of the case delves into these issues together with an examination of the entrepreneurial journey of a highly skilled transitory hybrid entrepreneur. This paper further introduces the concept of a comfort entrepreneur, one that willingly halts the growth of their venture, and examines the business implications thereof.
Original languageEnglish
Peer-reviewed scientific journalJournal of Marketing Management
Volume35
Issue number9-10
Pages (from-to)867-885
ISSN0267-257X
DOIs
Publication statusPublished - 2019
MoE publication typeA1 Journal article - refereed

Keywords

  • 512 Business and Management
  • entrepreneurial marketing
  • hybrid entrepreneurship
  • growth strategy
  • strategic orientation
  • brand equity
  • comfort entrepreneur

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